Introduction:
A brand can be defined as a name, term, sign, symbol, or design, or combination
of them which is intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competitors Kotler
1991 p. 442. Brand knowledge can be conceptualized as consisting of a brand
node in memory to which a variety of associations are linked. According to the
Keller model of brand knowledge, we find out the relevant dimensions that distinguish
brand knowledge and affect consumer response are the awareness of the brand
in terms of brand recall and recognition and the favorability, strength, and
uniqueness of the brand associations in consumer memory. These dimensions are
affected by other characteristics of and relationships among the brand associations.
For example, factors related to the type of brand association such as its level
of abstraction and qualitative nature and the congruity among brand associations,
among others, affect the favorability, strength, and uniqueness of brand associations.
The study has been conducted with the following objectives in mind:
To judge the awareness level of the prospect customer
To know how they are aware regarding the product
To judge in which way they have developed the awareness
To judge which promotional tool is effective to increase the awareness level
among the people
To see whether brand awareness influences the buying behaviour or not
What factors and variables of brand influence them to purchase
To know how to maintain and improve brand awareness and to build brand loyalty
Number of Pages of Project Report: 72
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
INTRODUCTION
THEORETICAL BACKGROUND
LITERATURE REVIEW
Brand awareness
Brand image
Perceived quality
Brand loyalty
RESEARCH METHODOLOGY
NEED FOR THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES OF THE STUDY
METHODOLOGY OF THE STUDY
SAMPLE SIZE
SAMPLING TECHINIQUE
DATA COLLECTION PROCESS
HYPOTHSES
DATA ANALYSIS
FINDINGS
RECOMMENDATIONS
LIMITATION OF STUDY
CONCLUSION
